A RELEVÂNCIA DO NEUROMARKETING PARA O MARKETING E SEUS REFLEXOS NO PROCESSO DE DECISÃO DE COMPRA E NA CONQUISTA DE CONSUMIDORES

Abstract

The combination of marketing and neuroscience gave rise to neuromarketing, which is the study of consumer behavior. The objective of this work is to understand human behavior through stimuli that the brain receives when faced with the need for consumption. The aim is to develop this theme by answering the following problem: How does neuromarketing assist marketing in creating strategies to benefit consumers and impact the purchase decision process? In view of this, the applied methodology is bibliographic research aiming to understand the “state of the art” of the subject in question. The main theoretical references used were: Camargo, Kloter, Lindstrom, Lent and Las Casas. Thus, it is concluded that neuromarketing seeks to comprehend and understand the needs of consumers, assisting marketing in creating more efficient strategies.